Insurance that puts you first
We believe in making car insurance work for drivers. That means no confusing small print or complicated claims procedures. Just honest, comprehensive cover, you can rely on.
Value for money
We use our love of data and technology to keep our costs low. Then we pass on these savings to you.
Made to suit you
Choose a cover plan to suit your needs and budget. Then personalise it, by picking add-ons and how you'd like to pay.
24/7 claims support
Accidents can happen at any time. That’s why we’re always here if you need to make a claim. Speak to a real person, day or night.
TrustScore 4.2
5,984 reviews
* Showing our four and five star reviews
Excellent service
Excellent service, problems resolved immediately. thank you.
Very good website & easy to follow.
Very good website & easy to follow. plenty of options to add on if required. was a good price for me & my 7 seater. adding breakdown cover is a must have these days & prima had several breakdown options. i added quite a few ‘extras’ like no claims bonus protection, windscreen cover, legal cover & the breakdown cover & found even with these add-ons my cover was less than £400 annually which i paid up front. very happy with all that prima had so suppose you could say i had a “prima experience”! 👍
Easy online purchase
Easy online purchase? competitive pricing
Easy to set up my new insurance policy
Easy to set up my new insurance policy. excellent quote and additional services, that are useful and at no extra cost. all the documents and information were emailed to me within a matter of minutes.
Excellent service and good value for…
Excellent service and good value for money.
Finding competitive insurance quote is…
Finding competitive insurance quote is relatively easy in this day . however the test of a good insurance company only comes to fruition when a claim is made. i hope this never happens, but in the meantime i will accept the ease of which i found my quote, and the promise of all the cover that i have selected.
I wasn't sure about prima
I wasn't sure about prima as i'd never heard of them. it was quick to get a quote and hassel free to process. documents came through within minutes.
Fair pricing and different levels of…
Fair pricing and different levels of cover
Purchasing online car insurance was…
Purchasing online car insurance was really excellent. just a small problem when it came to payment. bank approval request did not show the amount that would be deducted. hadn't come across this before but it worked out ok
Amend insurance details
Esther dealt with my inquiry effectively and speedily really happy with the service thank you
Very good
Very good, i did without any difficulties.
Realy quick and helpfull
Realy quick and helpfull
Covers you for all the important stuff
We offer a choice of comprehensive car insurance plans. Here's a quick look at what our classic Prima plan covers...
If your car is damaged or stolen, we'll repair it, replace it or pay you its market value.
We'll keep you on the road while your own car is getting fixed by a Prima-approved repairer.
If your windows or windscreen need a repair or replacement, you'll just pay a small excess. We'll cover the rest.
If you or your partner are seriously hurt in an accident in your car, we'll pay £5,000 in accident support.
Keep your no claims bonus and get back your excess if you're hit by an uninsured driver.
For up to 90 days, you'll enjoy the same level of cover as at home when driving abroad in the EU and selected countries.
If your belongings are lost or damaged in an accident, fire of theft in your car, we'll pay up to £250.
If you're over 25 and eligible, you'll have third party cover to drive someone else's car.
Join millions of drivers who count on us
Trusted since 2015
Our story began in Italy, where we’re now the largest online car insurance provider.
Based here in the UK
We might be Italian-founded, but we’ve built an expert team in London to serve our UK drivers.
FCA regulated
We're authorised and regulated by the Financial Conduct Authority (FCA). They set the standards for protecting customers across UK financial services.
Common questions
Find answers to things that drivers often ask us.
Yes. When you get a quote with us, you can personalise your cover and boost your protection, by adding on extras like:
- Motor legal cover
- RAC breakdown cover
- Upgraded courtesy car cover
Some of our car insurance plans even have these add-ons bundled in. For example, our Prima Premier car insurance includes motor legal cover and breakdown cover.
We try to cover the important stuff. But with all our car insurance plans, you won’t be covered if:
- Someone not named on your policy drives your car
- You drive without a valid driving licence
- You drive under the influence of drink or drugs
- Your car’s left unlocked or with the keys inside
- You fill up with the wrong fuel
For full details of what is and isn’t included with your cover, you should check your Policy Wording. You’ll see this document when you get a quote with us. We’ll also email you a copy once you’ve bought your policy.
All the car insurance cover plans we offer are fully comprehensive.
This means that you’re covered for damage to your car, as well as any damage to other people (“third parties”) or their property.
We don’t offer third-party only cover.
*10% of our new customers paid £254 or less for our Prima car insurance in January 2026.